Appealing to younger generations through Netflix deal
SKINCARE brand Dove has teamed up with streaming giant Netflix to roll out a limited edition range in partnership with the hit period drama, Bridgerton.
Set to launch this month across UK grocery and high street retailers, the new range is timed to coincide with the launch of Bridgerton’s fourth season and to drive up incremental category growth, attract younger shoppers to the brand and place Dove at the centre of a major cultural TV show.
The Dove x Bridgerton Limited Edition Collection combines the brand’s well-established skin and body care expertise with two newly developed fragrances – Raspberry Rendevouz and Love & Meadows.
Inspired by the show’s regency glamour, the scents have been co-created with Netflix and are inspired by the series, marking a first for the Dove brand.
Raspberry Rendevouz provides a fragrant profile of juicy raspberries, rose, peony, whipped cream, vanilla and cedarwood to provide a playful and indulgenct scent directly inspired by the show’s teatime scenes. This scent is available in Tesco and Boots stores across the UK.
Meanwhile, Love & Meadows, combines bergamot, wildflower, rose, cedarwood and amber to provide a fresh and sophisticated scent inspired by the romantic meadow scenes from the series. This variant is available to buy from Tesco, Boots, Sainsbury’s, Asda, Morrisons, Waitrose, Superdrug and Savers stores.
The collaboration will be supported by an integrated campaign across digital, social, PR and in-store POS, leveraging Bridgerton’s global fanbase and the season four premier dates of 29 January for Part One and 26 February for Part Two.
The Dove Bridgerton 400ml Body Washes come with an RSP of £4.50, Dove Bridgerton’s 225ml Scrub comes at £8 per bottle and the Antiperspirant Spray 150ml/200ml at £3.30 and £4.95 respectively.
Libby Shiel, Dove Skin Cleansing & masterbrand marketing manager, said: “This partnership is a perfect example of how Dove can connect with new audiences by embedding itself within a cultural phenomenon.
“By uniting Dove’s Advanced Care formulas with the intrigue and elegance of Bridgerton, we’re creating something that not only delights fans of the series but also invites younger consumers to reappraise the Dove brand.
“This collaboration will bring real excitement to the personal care category with highly engaging in store activations sure to drive incremental purchases and therefore category value.”
